Ten U.S. Hispanic Shops Win Prizes at Wave Festival in Rio
Posted in: Uncategorized
Ten U.S. Hispanic agencies won 24 trophies at the Wave Festival for Latin America this week in Rio de Janeiro. One particularly popular ad was Grupo Gallegos’ TV spot “Brave” for the California Milk Processor Board, which won four Film and Film Craft awards, including the only gold for a U.S. Hispanic shop.
Independent agency Grupo Gallegos, who conceived the long-running Spanish “Toma Leche” tagline, teamed up with its milk client’s other agency, “Got Milk” creator Goodbye, Silverstein & Partners, on a campaign to address the entire California market, both Hispanic and non-Hispanic. Grupo Gallegos’ spot focuses on a young man recalling his childhood as he takes a snack break (with milk) at work. When he was afraid to go to bed at night, his mother encouraged him to think of brave people. He thinks of fire fighters, and that’s what he turns out to be now that he’s all grown up. The spot ends with the line “What you say with a glass of milk lasts forever.”
Another favorite was the Converse work “Donate Your Shadow” done by Miami-based the Community (formerly La Comunidad). It won two Direct silver awards and an Outdoor bronze. The idea was to add color to the giant gray city Sao Paulo, where outdoor ads are banned, by getting people to donate their own shadows so graffiti artists could turn the outline of their bodies into colorful street art.
Post a Comment